THE WHAT? THG’s Ingenuity commerce division has entered into a deal with L’Oréal to manage direct-to-consumer activities for two luxury division brands in North America.
THE DETAILS The agreement involves leveraging Ingenuity’s technology, operations, and marketing to support the direct-to-consumer growth of Shu Uemura Art of Beauty in the USA and Canada, and Biotherm in the USA. L’Oréal aims to utilize features of the Ingenuity platform such as product sampling, loyalty programs, and subscription services, with completion of the rollout expected within the year.
THE WHY? L’Oréal International Distribution aims to build brands in North America efficiently, utilizing external partnerships to amplify brand acceleration in a direct-to-consumer environment, thus opting for Ingenuity’s integrated services and e-commerce expertise. This partnership provides Ingenuity with a substantial vote of confidence amidst a period of reported revenue decline.